Social brands and latest news

I admire brands which regularly update their followers/consumers about what they're up to. Some of these brands regularly send e-newsletters which are less of a promotional message and more of an informative one. Often, they even add tips which are in-line or adjacent to their area of expertise.

There other brands though, brands that BLAB in bursts, surprise their followers and then go to sleep for some weeks or months. Then they burst again when research highlights they have been losing appeal or trust. These brands under-estimate the value of news! Their news section is often hidden somewhere in their website. Their latest news section is often not up to date with the latest news and their news is no news but a promotional BLAB. In contrast, social brands interact socially. Social brands update their twitter status and tell us what's on their mind. Social brands allow us to connect and follow. Social brands enable us to speak about them in the online world because they are online.

I am a social being and it is easier for me to engage with a social side of a big commercial brand.

NuvoleFashion.com: Who needs online anyways?!

I've recently come across a very good insight about online vs. offline customer traffic. In history many were the big revolutions that changed the way we do things. On of them, online, has certainly changed the way customers consume brands and products.

Some would have thought that online is for techies and the mainstream consumer will not be interested in this geeky stuff. Others have proved that the mainstream consumer is really online by Google stating that if Internet users were to make up one continent, they would make up the 5th largest one. But a new breed of thought has recently featured in a number of blogs and related articles. The next best thing is the total convergence of online and offline. Consumers need both! It's quite obvious and common sense...but in a tiny market such as our local market, the use of an online space may be underestimated, especially in the fashion industry.


Nuvole has recently launched its online website. The website, designed by Lab1977, exposes Nuvole's fashion collection whilst providing basic info. such as store location, contact details, etc. Strategically enough the website does not include an online store. And yes, I do find this strategic.

The traditional approach would be: Nuvole customer wants to buy some new clothes, drives to Birkirkara (or any other Nuvole Store location), passes by 4 other shop windows, possibly refrains from entering the alternative fashion stores, enters the Nuvole store and does the purchase if he/she finds some interesting clothes.

The new purchasing method should be: Nuvole customer is notified that new collection is in store, logs onto online website at the click of a button, reviews collection, likes the products, drives straight to a Nuvole store and does the purchase!

So should Nuvole refrain from developing an online store? Not necessarily, but the point is that Online complements Offline (seamlessly)...and local brands like Nuvole seem to be getting to that.

Nike wins FPM Best Olympic Themed ad. - I beg to differ!

FPM stands for Fourth Place Medal and is a series of awards given by a group of bloggers on the Yahoo Olympics Sports page. One of the awards recognizes the best Olympic Themed Ad. Nike's ad proclaiming "All that you need is inside of you" is the winner of the FPM Medal for best commercial.

The advert is motivating and well in line with the Olympics spirit but side-by-side, Visa's GO World advert stands out nicely. Whilst Nike's 'Courage' campaign revolves around the individual, Visa's 'GO World' puts the spotlight on the community. Nike's campaign seems to forget the social aspect of man, whilst Visa promotes that strategically.

Having said that, Nike's video out-performed Visa's online. The video has managed to capture 315K views whilst Visa's 'GO World' attracted some 65K views. Both videos are complemented by a dedicated online site. Visa's 'GO World' site also allows the public to tell their stories about how this year's Olympic Games inspired them. Athletes and spectators alike are the focus of Visa's campaign because they all make part of 'the world' of which Visa chooses to be the number one fan this year.

All the above arguments lead me to showcase one of Visa's GO World stories. Enjoy, it's very authentic and inspiring:

An urban initiative by MINI

During the next 15 days you can spend sometime pondering on the 'Creative use of Space' and come up with a cool and appropriate design for minispace.com expressing your thoughts about the subject. Apart from getting the chance to feature your artwork on mini's site, you may also win some interesting goodies (including a 32GB iPod touch). More details here

If on the other hand you are too busy to participate, you may still want to have a look at this creative initiative from MINI

Summer Reading: The Dip Book

With summer round the corner we'll make it a point to draw up BLAB's Reading Wish List. (suggestions are welcome)

#1: The Dip by Seth Godin: A little book that tells you when to quit and when to stick!

Seth Godin has been on my list for some time. The little I've read about The Dip makes me think I need to first of all be able to outline 'dips' and tackle them accordingly. As Seth Godin suggests, "It's a mind grenade, a little bit of insight that will help you see what's causing your organization (or you) to get stuck." Therefore you don't have to be in sales to experience dips...and it's always useful to avoid getting stuck!

More about the book: click here

An interview about dreams, cars and Paqpaq

It has been a quiet week on BLAB but I found some time to get to know more about the Paqpaq initiative and its ever increasing popularity both with car enthusiasts and advertisers. In the next few lines, Tonio Darmanin, a Marketing lecturer by profession and the man behind this initiative, honored us with a few 'blabs' about Paqpaq:


Picture: Car review on Paqpaq; Source: paqpaq.tv

KG: Classic question: How did paqpaq begin? Was it the passion for cars or a community of car fanatics?
TD: Paqpaq started off as a dream. I always loved cars and used to watch foreign programmes but I was never involved in television. Then one day I sat down and scripted what I would include if I had my own car show. It developed from there, I tried to sell the idea to a number of people and finally convinced a production house and PBS to accept the programme. I distinctly remember the first filming sessions where I was provided with a cameraman and a mike and I had to improvise and learn by trial and error. This was six years ago and the technical quality at the time was quite different from what it is today. What was the same was the genuine passion for the subject, something that made Paqpaq acceptable even if not of the highest technical quality. Yes there are numerous enthusiasts here in Malta but what I have learnt over the years is that many are quite focused on their area of interest say, offroading, drag racing, hill climbing, classic cars, bikes, modified vehicles, the list is endless and in some instances are not bothered with anything else.

KG: There were/are many who review the latest in Car products and launches, but paqpaq has something different? Do you agree? Why?

TD: As a profession I lecture marketing and my involvement in the media gives me the opportunity to practice what I preach. The very essence of Paqpaq is to be different. Different from anything that happens on the local media and different also from what happens internationally. Apart from the passion for cars, bikes, boats, speed, travel and adventure, I strive on creativity. I spend hours with my close collaborators discussing, planning and generally dreaming then we try to turn those dreams into reality. What pride can you get out of copying others? Within the parameters and realities of the local scenario, I strive to create and be innovative. I am generally copied but I can live with that, I actually take it as a compliment. What distinguishes Paqpaq is professionalism, credibility, quality, experience and a genuine passion for what we do.


Picture: Christina Aguilera on Paqpaq; Source: paqpaq.tv

KG: Who makes up the Paqpaq audience? Is there a similar audience for the online website and magazine or are they different segments?
TD: Initially, Paqpaq was more of a niche programme aimed at the car enthusiast. These 6 years on air have seen an evolution and whilst still retaining the interest of the enthusiast, we have tried to widen the appeal even to those who are not keen about cars but, for example, are in the process of buying a new car or are interested in learning how to care for their investment. We are as inclusive as possible and rotate features to try and include as many different aspects of the motoring hobby as possible. We cannot satisfy everyone and often get told off because we are not including enough classics or do not give enough coverage to local motorsports, but we sincerely try our best. One message it took me a bit long to get was that sent to me by bikers and for a long time I gave little importance to this sector, primarily because I was not even licenced to ride a bike, having been brought up in a family where bikes were taboo. On the other hand, I do not know how to do things in half measures so less than a year ago I sat for my bike licence. I have since ridden every bike I managed to get my hands on, and I can assure you that the list is long and varied, I organized and filmed my first overland adventure on a bike, have covered and featured the biggest new bike show in Milan and the most prestigious custom bike show in the UK, and have generally set new standards in terms of quality to establish Paqpaq as the benchmark even in this sector. Incidentally my current ride is a beautiful Suzuki GSX 1400 with which I am madly in love.

Regarding audiences, I feel that the audiences for the TV show, the website and the new print publication are different. There will always be a percentage of viewers/browsers/readers that are common, and these will probably include the keen enthusiasts. On the other hand, there are people who visit the website regularly and are amongst the many thousands that receive our electronic newsletter every week but rarely watch the programme. The new publication will again hit a number of persons who do not watch TV or do not have access to the net, but will find the supplement interesting.

KG: What about the latest Paqpaq print initiative?
TD: The print initiative is the natural progression of what we have been building up to. We are a professional outfit that teams up only with other professional partners to make the best of the synergies available. In this case, Media Maker is an ideal strategic partner with the experience and expertise necessary to retain the perception of quality in the print sector which our brand already enjoys on TV and the web. In today’s business environment, it is important to offer our customer as wide a spectrum across all media as possible.

Today, Paqpaq is a force that cannot be ignored. Apart from offering our customers an interesting media mix, being involved in the different media helps strengthen our own position and cross-media exposure. The name we gave the publication, namely Paqpaq – Motoring and Leisure gives a clear indication of where we are heading. Cars and great but so are bikes, boats, the latest accessories and gizmos, travelling, a healthy lifestyle and adventure. This is what Paqpaq is all about.

Apple Mac Music Video!

You may be asking is this an advert or a music video!? This and many other blog posts prove it's both!



Video: Digital filmmaker Dennis Liu
Music: “Again & Again”, The Bird And The Bee
Programs used: Microsoft Word, Notes, Photo Booth, iTunes, Adobe Photoshop and Illustrator, Time Machine, iMovie, GarageBand, Finder, Quicktime, Spotlight, Widgets...(and more)
Desktop machine: Mac (any doubt about that?!)

There's some re-branding going on...

The excellent re-branding of the BAY brand preceded the revamping of Bay's (slowish) colourful website. As is with any other website, one has to see if the site is going to be updated regularly and if radio listeners are going to follow. The new bay.com.mt also includes Abel&Elinor's new blog. There's a lot going on in their radio show and it is worth extending its lifetime by posting snippets of it online. Sadly enough, following the first post last Thursday, nothing else has been added to the blog.

The slogan for the BAY brand remains the same one, yet the trade mark features a new, fresh font which in my opinion will soon be the 'new helvetica' of mainstream design.

The Times Newspapers

Even the popular Sunday Times and The Times (daily) have lately been given a new look. The Times ran a double page spread outlining the changes on Saturday. I will below relate to you some of its contents:

Front Page: More are dedicated to news and a smaller 'navigation' area. The crest which features in both logos has been redesigned and will feature in all media.

Page 3: This will now become a content page. A 'Quick Find' section will also be added to page 3 (on Sunday) and page 2 (any other day).

Consistent Sections: All sections, including the very useful Classified Supplement, now feature consistent headers

Tommy Hilfiger: 1st ever print ad. in Malta

On Saturday, Pink Magazine featured what is probably the first ever print ad. of the Tommy Hilfiger brand in Malta. We initially thought this should go into the weekly press digest but then again it deserves a blab of its own! Below is the behind the scenes of the shoot.



source: tommy.com

Press Digest #1

Since BLAB is about media and marketing, one would expect BLAB's own press digest to focus on nothing but the brands that make up the local market! We hope you'll find this digest useful.

Brands that shouted the most this Sunday:
Celebrating its 80th Anniversary, Gasan's automotive brand occupied the front inside full page of today's Sunday Times. Other full-page ads. in this newspaper included Sound Machine and U-BET's Programme. Automotive Brands who opted for a full-page also include BMW, SEAT and Citroen. eWorld and KLIKK both occupied a full-page in The Malta Independent IT Supplement.

Front page ads. featured the Miss Selfridge Mid-Season Sale (Sunday Times), Fino's March Living Room Event (Malta Independent), Credit Europe Bank (MaltaToday and Il-Mument) and HSBC's Home loan ad. (Classified)

Atlas Insurance, Sanex Products, BOV Personal Banking and Home loan occupied the back-page of MaltaToday, Malta Independent, Sunday Times and Classified respectively.

HSBC's Yachting Financing & Leasing advert occupying an innovative 'L-Shape' space definately deserves a BLAB.

Most prominent online banners this Sunday included The Coca-Cola - Idea Casa DreamHome Competition (Maltastar & Di-ve), Credit Europe Bank & AirMalta (TimesofMalta.com), JMFS (Maltarightnow.com).

Brands that got a mention:


CCDK's new fashion collection featured in today's papers in relation to next Tuesday's open-day at TheFashionHouse in Fgura. The open day will also offer free hair, make-up and nail art.

In retail, Tommy Hilfiger announced its first store in Malta. The store will join the long list of international brands and Baystreet Shopping Complex in St. Julian's.

From the branding world, TurqouiseBranding and ANG won Benchmarks Best Telecommunications Brand Award for GO's re-branding exercise.

The Fiat500 is not the only automotive brand to get a mention in this Sunday's motoring sections, yet we particularly like the Fiat500 Optical Mouse, won by 10 lucky attendees at the Fiat500 launch.



Out Today
First Magazine (Malta Independent on Sunday)
FM Magazine (Times of Malta)
Solaris and Bernard's Real Estate Promotional Magazines

Coming Soon
Below are the publication dates of some local magazines:
Pink Magazine, 22nd March (Times of Malta)
Weddings Supplement, 30th March (Sunday Times)
Flair Magazine, 23rd March; and Manic Magazine, 6 April (Malta Independent on Sunday).

New Carlsberg Bottle

Carlsberg has just launched a new bottle design which features prominently in many bus-stop adverts. My facebook profile has just learnt that TGIF is also holding a promotion during the Inter vs. Liverpool match, celebrating the new bottle design. From the event invite:

At T.G.I.Friday's, we will celebrate this NEW introduction before the match Inter vs Liverpool by offering a FREE bottle when purchased with a meat plate. This offer is available only on the 11th of March and during the football match which will be screened live on the big sreen and 6 TVs around the Bar Area.

Conditions Apply. Ask at the bar.

As posh as McCafe!

Over a year ago I happened to visit the brand new McCafé in Gozo which replaced the original McDonalds outlet at Arkadia. The McCafé concept in Gozo remained entrenched in my mind due to the fabulous Strawberry Frappé which is far from what you expect from a fast food outlet.

Today I decided to go to the new McCafé at MIA. Is this a fast food outlet or a posh café?! At McCafé customers don't make use of cheap disposable cups, people sit on comfy sofas and not on 'playmobil' like chairs and tables. The atmosphere emits relaxation and no one seems to be in a hurry, gobbling burgers, stuffing fries and leaving a mess behind. The highlight of the outlet though is a mini gym, promoting healthy living and fitness.

Is this the McDonalds brand I know?! I have posted some photos of other McCafé stores abroad. The MIA outlet has pretty much the same look and feel. Later on this week I will transfer some of the photos of the actual MIA outlet.

Btw...don’t think of getting a Big Mac at the new McCafé (even though the outlet also includes a refurbished McDonalds section and the McDonalds drive through)

The 1 week brand free challenge

If you have a problem with shopping, you’re obsessed by brands, or you just want to make life cheaper and easier, try following these tips for a less branded lifestyle.

1. Avoid advertising
2. Separate wants from needs
3. Shop around
... and the list goes on.

A friend of mine told me about this site today and whilst I am on the verge of committing myself to blog about ads., ads. and more ads. 'The One Week Brand Free Challenge' is not actually what I was planning to blog about! The Brand Aid site tries to helps anyone who is brand addict to get over it.

In truth brand addictions do exist and from a marketing perspective these addictions are referred to as 'Loyalty', the peak of the customer lifecycle. Just as I am writing this Apple comes in mind. And so below I am posting evidence of brand addictions:






Is it loyalty or addiction? Without giving it much thought I would say that it depends on the product or service. Loyal as I can be I would never queue at the local Apple vendor in the early hours of the day just to be an early bird for the latest Apple product. Then again, it is thanks to these early birds and brand addicts that trends are set and products are turned into the latest fad. And so it comes as no surprise that Steve Jobs refunded back the $100 dollars to each iphone buyer following the latest iPhone price slash.